Friday, 12 March 2010

*"Enlightenment" of Broadstairs: Part-time witchcraft

A quick google search suggests that if you call 01843 601700, you'll find any of a number of psychic and clairvoyant telephone services.

UPDATE, 27 Mar: ASA advise "With regards to [Enlightenment], we've previously advised against this type of approach and we will therefore pass [this case] to our Compliance department for action."

However, according to their advert in Kindred Spirit Magazine, the same organisation also sells Macbeth-style magical spells!

"POWERFUL MAGIC SPELLS to solve any problem! Tel: 01843 601700. For every problem there is a solution! Believe in the magic!"

A slightly comical ASA complaint follows. (Maybe these spells are being promoted for all sorts of distressing problems: AIDS perhaps, or severe depression. In which case, the advert would be no laughing matter.)

"I write to complain about an advert in “Kindred Spirit” magazine (March/April 2010, page 95), which promotes a magic spell service.

The advert does not disclose the identity of the advertiser; however, I understand that the advertisers are "Enlightenment" of 20 Albion St, Broadstairs, CT10 1LU [1]

I suspect that the advert is in breach of one section of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

I have submitted a scan of the advert. The advert is on the left-hand side, labelled "POWERFUL MAGICAL SPELLS". I can provide an original copy of the advert by post, if required.

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. I challenge whether the advertiser holds documentary evidence that magical spells purchased from this service can help with "every problem" or, indeed, "solve any problem".

3. I confirm that I have no connections with the advertiser, with the magazine, or with the publishing and alternative medicine industries in general. I confirm that I am not involved in legal proceedings with the advertiser or the magazine.

4. I confirm that I am happy to be identified as the complainant.


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